Sam Altman, CEO of OpenAI, has steered his crypto-centric digital identity project, “World,” into the U.S. market, unveiling operations in six prominent cities: Atlanta, Austin, Los Angeles, Miami, Nashville, and San Francisco. This strategic launch, announced on April 30, marks a significant leap for the initiative, which aims to authenticate human identity in an era dominated by artificial intelligence.
A New Age of Digital Identity Verification
World, previously known as Worldcoin, offers a unique proposition: users can earn the cryptocurrency Worldcoin (WLD) by verifying their identity using a device known as the Orb—a spherical gadget that scans facial and ocular data. This verification process is intended to distinguish humans from bots, a task of increasing importance as AI technologies advance.
The Orb’s scans create a World ID, which can be utilized across various platforms such as Minecraft, Reddit, Telegram, Shopify, and Discord, ensuring that interactions remain human and genuine. Despite the innovative approach, the project hasn’t been without its controversies. Regulatory bodies have scrutinized World, with some countries, including Spain and Portugal, suspending its operations due to concerns over data privacy and collection practices.
Expanding Horizons with Strategic Partnerships
In a bid to expand its ecosystem and applicability, World announced a partnership with Visa for the introduction of a “World Visa card.” Set to launch later this year, this card will enable payments using WLD tokens and other cryptocurrencies—a move that could further integrate digital currencies into everyday transactions.
Another intriguing development is World’s collaboration with Match Group, the parent company of prominent dating platforms such as Tinder and Match.com. This partnership will pilot the use of World ID to verify user profiles, aiming to foster trust and authenticity in online dating—an industry often plagued by fake profiles and scams.
Additionally, World has forged alliances with the prediction market startup Kalshi and the decentralized lending platform Morpho, underscoring its commitment to broadening the utility of its digital ID system.
Market Reactions and Future Outlook
The initial market response to World’s U.S. debut saw WLD prices surge by approximately 15%. However, this enthusiasm was short-lived, as the token’s value fell by over 5% within 24 hours, currently trading at just over $1. This volatility is not unprecedented; WLD remains significantly down—over 90%—from its March 2024 peak of $11.74, according to data from CoinGecko.
While these price fluctuations might raise eyebrows, they also highlight the speculative nature of the cryptocurrency market. Some analysts suggest that the World project could revolutionize digital identity verification, yet others remain cautious, citing regulatory hurdles and privacy concerns that could impede its progress.
Navigating the Challenges Ahead
World’s journey reflects a broader narrative within the crypto sphere, where innovation often collides with regulatory realities. The project’s rebranding in 2024 and its subsequent expansion to 26 million users globally, with 12 million verified through the Orb, demonstrate a robust growth trajectory. Nevertheless, maintaining this momentum will likely depend on how effectively World navigates the complex landscape of privacy regulations and public skepticism.
As World continues to evolve, its impact on both the cryptocurrency market and digital identity verification remains to be seen. The potential to streamline and secure online interactions is vast, yet the path forward is fraught with challenges that require careful orchestration and strategic foresight. Will the project realize its ambitious vision, or will regulatory roadblocks stifle its progress? Only time will tell.
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This article is based on: Sam Altman’s eye-scanning crypto project World launches in US
Steve Gregory is a lawyer in the United States who specializes in licensing for cryptocurrency companies and products. Steve began his career as an attorney in 2015 but made the switch to working in cryptocurrency full time shortly after joining the original team at Gemini Trust Company, an early cryptocurrency exchange based in New York City. Steve then joined CEX.io and was able to launch their regulated US-based cryptocurrency. Steve then went on to become the CEO at currency.com when he ran for four years and was able to lead currency.com to being fully acquired in 2025.
